AUCKLAND, Today: TVNZ will roll out its co-viewing audience model next month, giving advertisers and agencies a clearer picture of the true scale of TVNZ+ streaming audiences on connected TVs.
From 1 October, partners will finally gain access to co-viewing data, capturing the full story of shared viewing across the platform – not just the logged-in profile.
Currently, audience numbers come from ‘logged in account’ data. But with multiple profiles per account, plus external research, the real audience size has always been considered much larger.
The new model captures everyone on the couch – from flatmates to whānau – bringing streaming measurement in line with broadcast, where every household member is already counted via the Nielsen TAM panel.
Valerie Walshe, TVNZ Chief Revenue Officer, says, “Advertising campaigns are built on data. And if you’re not capturing everyone in the room, you’re underestimating the real audience and leaving value on the table.
“TVNZ’s co-viewing model gives the full audience picture. Not just the logged-in user, but everyone in the room watching a show together and getting served an ad.”
“We’re excited to launch our co-viewing model to the market, not just for the benefits it brings to our advertising partners, but the ability it gives TVNZ to better reflect its streaming viewership.” – Valerie Walshe, TVNZ Chief Revenue Officer
Co-viewing measurement has been a challenge globally, with different markets trialling different solutions. TVNZ’s approach focuses on reliability and robustness, developed in partnership with Kantar and Milton Data.
Three key data sets form the backbone of the model:
- Streaming data: this shows us what’s being watched and when
- Household data: this tells us who lives in the home
- Survey data: this helps us predict
Together, these data sets provide a step-change in understanding digital audiences. Early insights reveal:
- Younger viewers often watch with friends, flatmates and family
- Co-viewing shows more 18–24s than logged-in data suggests
- Movies and reality TV are mostly shared experiences
- Documentaries are usually solo viewing
- Evenings are peak co-viewing time
“We’re excited to launch our co-viewing model to the market, not just for the benefits it brings to our advertising partners, but the ability it gives TVNZ to better reflect its streaming viewership.
“Co-viewing means Kiwi businesses will now access the full scale of our audiences and hit their reach targets faster and more efficiently,” says Walshe.
- You can learn more about co-viewing in the video below
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